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Describe the campaign/entry:

Change the law by changing the language: Co-creating a new word for ivory.
1000+ new Chinese characters are created annually, so we empowered our audience to create a NEW word for ivory to changes attitudes. A word made up of Chinese characters that would clearly differentiate “tooth” from “tusk” and communicate that buying ivory cost an elephant its life.
“The Last Word” was a public education and lobbying effort in one. We invited public submissions for a more accurate word for ivory, judged by an expert academic and artist panel. The new word chosen comprised “elephant” + a brand new character which blended “heart” and “tooth”, emphasizing the critical nature of tusk to an elephant’s life.

Execution:

WWF school programs in November'15 engaged teachers, students and parents supported by a homework assignment to create a new word for ivory. Young adults were targeted through Facebook content including a video in December'15 of our campaign ambassador, successful Olympian diver Guo Jingjing (2000-2004-2008 Gold Medallist), inviting word submissions and petition signatures. A microsite gathered petition signatures and new word submissions on a digital sketchpad. Tailored media stories were pitched throughout November-March, targeting education, lifestyle and environmental editors. WWF made direct political representations to identified legislators. In February'16, our panel of linguists, education experts and artists chose the new word for ivory, one that means tusk, not tooth. We are submitting the word now to Chinese dictionaries, ensuring official acceptance of the character in the Chinese language to permanently impact Hong Kong attitudes to ivory.

In January'16 the Chief Executive of HK, C.Y. Leung, announced a total ivory trade ban in Hong Kong. This represented complete success against the awareness and legislation objective. Legislation without educating and changing public attitudes would have been a hollow victory however, potentially even driving the ivory trade further underground. We received over 8,000 new Chinese character submissions and our final petition count was over 70,000, beating the 60,000 target. This result was fuelled by significant media outreach which achieved 5.9 million impressions, covering 80% of the Hong Kong population. In post-campaign research over 50% of past ivory buyers stated they wouldn't repurchase after learning the trade killed elephants. Empowering people with the facts and allowing them to co-create the solution permanently changed Hong Kong people's attitudes for now and generations to come, potentially saving the last remaining elephants from extinction.

The Situation:

We used Earned Influence to drive public opinion and submissions that helped lobby the Government of the Hong Kong Special Administrative Region (HKSAR) to change legislation and ban the ivory trade. The plight of African elephants killed for ivory is geographically and psychologically remote for our audience. We used a Chinese language-based concept that relied on influencers, media and social media to provoke submissions and petition signatures. The results pressured the HKSAR Government to announce a ban on the ivory trade.

The Strategy:

We identified the most passionate target audience: local Chinese-speaking children/young adults. Vocal, driven to improve Hong Kong’s global image, unafraid to challenge the Government, they admire celebrities who’ve earned Chinese national pride. Facebook is their main media channel.
“The Last Word” was a public education and lobbying effort in one. We invited public submissions for a more accurate word for ivory, judged by an expert academic and artist panel. The new word chosen comprised “elephant” + a brand new character which blended “heart” and “tooth”, emphasizing the critical nature of tusk to an elephant’s life.
LOBBYING STRATEGY: Change public opinion through education to gather 60,000 petition signatures supporting an ivory trade ban in Hong Kong. This petition would be presented to the Government of the HKSAR to pressure them to introduce new legislation.